What makes something go viral?
-
0:01 - 0:04Last year, some BuzzFeed
employees were scheming -
0:04 - 0:07to prank their boss, Ze Frank,
-
0:07 - 0:09on his birthday.
-
0:09 - 0:14They decided to put a family
of baby goats in his office. -
0:14 - 0:15(Laughter)
-
0:15 - 0:19Now, BuzzFeed had recently signed on
to the Facebook Live experiment, -
0:19 - 0:21and so naturally,
-
0:21 - 0:25we decided to livestream
the whole event on the internet -
0:25 - 0:28to capture the moment
when Ze would walk in -
0:28 - 0:31and discover livestock in his office.
-
0:32 - 0:35We thought the whole thing
would last maybe 10 minutes, -
0:35 - 0:40and a few hundred company employees
would log in for the inside joke. -
0:40 - 0:41But what happened?
-
0:42 - 0:44Ze kept on getting delayed:
-
0:44 - 0:45he went to get a drink,
-
0:45 - 0:47he was called to a meeting,
-
0:47 - 0:48the meeting ran long,
-
0:48 - 0:50he went to the bathroom.
-
0:50 - 0:54More and more people
started logging in to watch the goats. -
0:54 - 0:59By the time Ze walked in
more than 30 minutes later, -
0:59 - 1:0490,000 viewers were watching
the livestream. -
1:05 - 1:09Now, our team had a lot
of discussion about this video -
1:09 - 1:11and why it was so successful.
-
1:11 - 1:13It wasn't the biggest live video
that we had done to date. -
1:13 - 1:17The biggest one that we had done
involved a fountain of cheese. -
1:18 - 1:22But it performed so much better
than we had expected. -
1:22 - 1:26What was it about the goats in the office
that we didn't anticipate? -
1:27 - 1:31Now, a reasonable person could have
any number of hypotheses. -
1:31 - 1:33Maybe people love baby animals.
-
1:34 - 1:35Maybe people love office pranks.
-
1:35 - 1:38Maybe people love stories
about their bosses -
1:38 - 1:40or birthday surprises.
-
1:40 - 1:44But our team wasn't really thinking
about what the video was about. -
1:44 - 1:45We were thinking about
-
1:45 - 1:49what the people watching the video
were thinking and feeling. -
1:50 - 1:54We read some of the 82,000 comments
that were made during the video, -
1:54 - 1:58and we hypothesized that they were excited
-
1:58 - 2:01because they were participating
in the shared anticipation -
2:01 - 2:04of something that was about to happen.
-
2:04 - 2:07They were part of a community,
just for an instant, -
2:07 - 2:09and it made them happy.
-
2:09 - 2:12So we decided that we needed
to test this hypothesis. -
2:13 - 2:16What could we do to test
this very same thing? -
2:17 - 2:18The following week,
-
2:18 - 2:23armed with the additional knowledge
that food videos are very popular, -
2:23 - 2:27we dressed two people in hazmat suits
-
2:27 - 2:31and wrapped rubber bands
around a watermelon until it exploded. -
2:31 - 2:33(Laughter)
-
2:33 - 2:36Eight hundred thousand people watched
-
2:36 - 2:40the 690th rubber band
explode the watermelon, -
2:40 - 2:44marking it as the biggest
Facebook Live event to date. -
2:44 - 2:47The question I get most frequently is:
-
2:47 - 2:49How do you make something go viral?
-
2:50 - 2:52The question itself is misplaced;
-
2:52 - 2:54it's not about the something.
-
2:54 - 2:57It's about what the people
doing the something, -
2:57 - 2:58reading or watching --
-
2:58 - 2:59what are they thinking?
-
3:00 - 3:03Now, most media companies,
when they think about metadata, -
3:03 - 3:06they think about subjects or formats.
-
3:06 - 3:08It's about goats,
-
3:08 - 3:09it's about office pranks,
-
3:09 - 3:11it's about food,
-
3:11 - 3:13it's a list or a video or a quiz,
-
3:13 - 3:14it's 2,000 words long,
-
3:14 - 3:15it's 15 minutes long,
-
3:15 - 3:18it has 23 embedded tweets or 15 images.
-
3:18 - 3:21Now, that kind of metadata
is mildly interesting, -
3:21 - 3:24but it doesn't actually get at
what really matters. -
3:24 - 3:28What if, instead of tagging
what articles or videos are about, -
3:28 - 3:30what if we asked:
-
3:30 - 3:33How is it helping our users
do a real job in their lives? -
3:34 - 3:37Last year, we started a project
-
3:37 - 3:40to formally categorize
our content in this way. -
3:40 - 3:43We called it, "cultural cartography."
-
3:44 - 3:48It formalized an informal practice
that we've had for a really long time: -
3:48 - 3:50don't just think about the subject matter;
-
3:50 - 3:53think also about, and in fact,
primarily about, -
3:53 - 3:57the job that your content is doing
for the reader or the viewer. -
3:57 - 4:00Let me show you the map
that we have today. -
4:00 - 4:03Each bubble is a specific job,
-
4:03 - 4:08and each group of bubbles
in a specific color are related jobs. -
4:08 - 4:09First up: humor.
-
4:10 - 4:11"Makes me laugh."
-
4:11 - 4:14There are so many ways
to make somebody laugh. -
4:14 - 4:15You can be laughing at someone,
-
4:15 - 4:18you could laugh
at specific internet humor, -
4:18 - 4:21you could be laughing at some good,
clean, inoffensive dad jokes. -
4:22 - 4:24"This is me." Identity.
-
4:24 - 4:28People are increasingly using media
to explain, "This is who I am. -
4:28 - 4:30This is my upbringing, this is my culture,
-
4:30 - 4:32this is my fandom,
this is my guilty pleasure, -
4:32 - 4:35and this is how I laugh about myself."
-
4:37 - 4:38"Helps me connect with another person."
-
4:39 - 4:41This is one of the greatest
gifts of the internet. -
4:41 - 4:43It's amazing when you find
a piece of media -
4:43 - 4:46that precisely describes
your bond with someone. -
4:47 - 4:50This is the group of jobs
that helps me do something -- -
4:50 - 4:51helps me settle an argument,
-
4:51 - 4:54helps me learn something
about myself or another person, -
4:54 - 4:56or helps me explain my story.
-
4:56 - 4:58This is the group of jobs
that makes me feel something -- -
4:58 - 5:01makes me curious or sad
or restores my faith in humanity. -
5:02 - 5:05Many media companies
and creators do put themselves -
5:05 - 5:07in their audiences' shoes.
-
5:07 - 5:09But in the age of social media,
we can go much farther. -
5:10 - 5:14People are connected to each other
on Facebook, on Twitter, -
5:14 - 5:18and they're increasingly using media
to have a conversation -
5:18 - 5:20and to talk to each other.
-
5:20 - 5:26If we can be a part of establishing
a deeper connection between two people, -
5:26 - 5:29then we will have done
a real job for these people. -
5:29 - 5:32Let me give you some examples
of how this plays out. -
5:33 - 5:34This is one of my favorite lists:
-
5:34 - 5:38"32 Memes You Should
Send Your Sister Immediately" -- -
5:38 - 5:39immediately.
-
5:40 - 5:43For example, "When you're going
through your sister's stuff, -
5:43 - 5:45and you hear her coming up the stairs."
-
5:45 - 5:47Absolutely, I've done that.
-
5:47 - 5:50"Watching your sister get in trouble
for something that you did -
5:50 - 5:51and blamed on her."
-
5:51 - 5:53Yes, I've done that as well.
-
5:53 - 5:54This list got three million views.
-
5:54 - 5:56Why is that?
-
5:56 - 5:59Because it did, very well, several jobs:
-
5:59 - 6:00"This is us."
-
6:00 - 6:01"Connect with family."
-
6:01 - 6:03"Makes me laugh."
-
6:03 - 6:06Here are some of the thousands
and thousands of comments -
6:06 - 6:09that sisters sent to each other
using this list. -
6:10 - 6:13Sometimes we discover
what jobs do after the fact. -
6:14 - 6:19This quiz, "Pick an Outfit and We'll Guess
Your Exact Age and Height," -
6:19 - 6:21went very viral: 10 million views.
-
6:21 - 6:22Ten million views.
-
6:22 - 6:27I mean -- did we actually determine
the exact age and height -
6:27 - 6:28of 10 million people?
-
6:28 - 6:30That's incredible. It's incredible.
-
6:30 - 6:32In fact, we didn't.
-
6:32 - 6:33(Laughter)
-
6:33 - 6:37Turns out that this quiz
went extremely viral -
6:37 - 6:41among a group of 55-and-up women --
-
6:41 - 6:42(Laughter)
-
6:42 - 6:45who were surprised and delighted
-
6:45 - 6:51that BuzzFeed determined
that they were 28 and 5'9". -
6:51 - 6:53(Laughter)
-
6:53 - 6:56"They put me at 34 years younger
and seven inches taller. -
6:56 - 6:59I dress for comfort and do not give
a damn what anyone says. -
6:59 - 7:01Age is a state of mind."
-
7:01 - 7:04This quiz was successful
not because it was accurate, -
7:04 - 7:08but because it allowed these ladies
to do a very important job -- -
7:08 - 7:09the humblebrag.
-
7:10 - 7:15Now, we can even apply
this framework to recipes and food. -
7:16 - 7:21A recipe's normal job is to tell you
what to make for dinner or for lunch. -
7:22 - 7:26And this is how you would normally
brainstorm for a recipe: -
7:26 - 7:28you figure out what ingredients
you want to use, -
7:28 - 7:29what recipe that makes,
-
7:29 - 7:32and then maybe you slap a job on
at the end to sell it. -
7:32 - 7:37But what if we flipped it around
and thought about the job first? -
7:38 - 7:42One brainstorming session
involved the job of bonding. -
7:43 - 7:47So, could we make a recipe
that brought people together? -
7:47 - 7:52This is not a normal brainstorming
process at a food publisher. -
7:54 - 7:56So we know that people
like to bake together, -
7:56 - 8:00and we know that people
like to do challenges together, -
8:00 - 8:04so we decided to come up with a recipe
that involved those two things, -
8:04 - 8:06and we challenged ourselves:
-
8:06 - 8:08Could we get people to say,
-
8:08 - 8:12"Hey, BFF, let's see
if we can do this together"? -
8:13 - 8:16The resulting video was
the "Fudgiest Brownies Ever" video. -
8:16 - 8:19It was enormously successful
in every metric possible -- -
8:19 - 8:2070 million views.
-
8:21 - 8:25And people said the exact things
that we were going after: -
8:25 - 8:28"Hey, Colette, we need to make these,
are you up for a challenge?" -
8:28 - 8:29"Game on."
-
8:29 - 8:31It did the job that it set out to do,
-
8:31 - 8:35which was to bring people together
over baking and chocolate. -
8:37 - 8:41I'm really excited about
the potential for this project. -
8:41 - 8:44When we talk about this framework
with our content creators, -
8:44 - 8:46they instantly get it,
-
8:46 - 8:48no matter what beat they cover,
what country they’re in, -
8:48 - 8:50or what language they speak.
-
8:50 - 8:54So cultural cartography has helped us
massively scale our workforce training. -
8:55 - 8:58When we talk about this project
and this framework -
8:58 - 9:00with advertisers and brands,
-
9:00 - 9:01they also instantly get it,
-
9:01 - 9:07because advertisers,
more often than media companies, -
9:07 - 9:10understand how important it is
to understand the job -
9:10 - 9:13that their products
are doing for customers. -
9:15 - 9:18But the reason I'm the most excited
about this project -
9:18 - 9:22is because it changes the relationship
between media and data. -
9:23 - 9:26Most media companies
think of media as "mine." -
9:28 - 9:29How many fans do I have?
-
9:29 - 9:30How many followers have I gained?
-
9:30 - 9:32How many views have I gotten?
-
9:32 - 9:35How many unique IDs do I have
in my data warehouse? -
9:35 - 9:39But that misses the true value of data,
which is that it's yours. -
9:41 - 9:47If we can capture in data
what really matters to you, -
9:47 - 9:52and if we can understand more
the role that our work plays -
9:52 - 9:53in your actual life,
-
9:53 - 9:56the better content we can create for you,
-
9:56 - 9:58and the better that we can reach you.
-
9:59 - 10:00Who are you?
-
10:01 - 10:03How did you get there?
-
10:03 - 10:04Where are you going?
-
10:04 - 10:05What do you care about?
-
10:05 - 10:07What can you teach us?
-
10:07 - 10:09That's cultural cartography.
-
10:09 - 10:10Thank you.
-
10:10 - 10:14(Applause)
- Title:
- What makes something go viral?
- Speaker:
- Dao Nguyen
- Description:
-
What's the secret to making content people love? Join BuzzFeed's Publisher Dao Nguyen for a glimpse at how her team creates their tempting quizzes, lists and videos -- and learn more about how they've developed a system to understand how people use content to connect and create culture.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 10:25
Brian Greene edited English subtitles for What makes something go viral? | ||
Brian Greene commented on English subtitles for What makes something go viral? | ||
Pasha commented on English subtitles for What makes something go viral? | ||
Brian Greene edited English subtitles for What makes something go viral? | ||
Brian Greene edited English subtitles for What makes something go viral? | ||
Brian Greene edited English subtitles for What makes something go viral? | ||
Brian Greene approved English subtitles for What makes something go viral? | ||
Brian Greene edited English subtitles for What makes something go viral? |
Pasha
Hi, please check kindly on 5'05"-5'07" : "shoes" probably should be "issues". Thanks!
Brian Greene
Hi, Pavel! Thanks for this feedback. At 5:05, Dao does indeed say "shoes."